ABSTRACT
Estate agents are, or should be, experts in marketing property. They are not all PR experts but must understand the significance of building and managing a company’s all-important reputation. As property matters to everyone, the appetite for property stories – from house price forecasts to eye-catching interiors – is strong. Knowing when and how to engage with the media is key. This chapter is a personal reflection on how embracing effective, well-founded PR as a business essential, never an afterthought, will pay dividends in an industry that is not always greeted with trust and respect.
